Marketers

GroupM wants to move from using 40 to 50 supply partners globally to five to six partners. As part of that push to consolidate its programmatic supply chain, it struck a global deal with the SSP PubMatic. “We want to use our scale effectively to help clients,” said Andrew Meaden, global head of investment at […]

“Data-Driven Thinking” is written by members of the media community and contains fresh ideas on the digital revolution in media. Today’s column is written by Serge Del Grosso, SVP of media services at Merkle. 2020 has forced the marketing and advertising industries to re-evaluate the client/agency relationship. This has been especially true as marketers continue […]

Industry Preview is a special, limited-run audio series, featuring interviews with key leaders in marketing, media and technology who share their predictions and key priorities for 2021. This podcast is sponsored by Engine Media Exchange. You know you’re a good marketer when you can convince a four-year-old that broccoli is a treat. Although Rupen Desai […]

Performance measurement is a natural evolution of ad verification, according to DoubleVerify, which made its metric for measuring campaign effectiveness generally available on Wednesday. The solution, called Authentic Attention, was in beta since January of last year. To power the tool, DoubleVerify is repurposing the more than 50 data signals that it already collects to […]

“Data-Driven Thinking” is written by members of the media community and contains fresh ideas on the digital revolution in media. Today’s column is written by Marc Goldberg, CRO at Method Media Intelligence. Supply-path optimization (SPO) is yet another vague ad tech initialism, the definition of which changes depending on who is speaking. Most people think […]

The insurance market is highly competitive, with big marketing budgets and highly recognizable mascots – like the Geico gecko and Progressive’s Flo. The direct-to-consumer insurance company Lemonade (which went public in July) started four years ago in New York City offering renters’ insurance – the type of $60 per year policies  the  big guys didn’t […]

Disney may have wowed investors in December when it unveiled a slew of new movie titles and an original content pipeline as part of a major shift to streaming, but the company is still feeling the impact of the COVID-19 pandemic. During its Q1 earnings call Thursday, the company said that its Disney Parks, Experiences […]

If the ongoing pandemic has demonstrated anything, it’s that pre-packaged pre-COVID consumer data no longer applies. “The world has completely changed and there are a lot of stale data sets out there,” said Dominic Joseph, CEO of search intelligence company Captify, which released a self-serve insights, planning and activation platform on Wednesday called Sense. Several […]

Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. #Winning Netflix is outshining the competition. Last year, the streaming giant added subscribers even as it cut spending on advertising, The Information reports. By contrast, most of the older entertainment companies entering the streaming wars shelled out beaucoup bucks on marketing. A recent securities […]

Fox Corporation is aggressively pushing to make Tubi, the streaming ad-supported platform it picked up for $440 million last year, a billion-dollar AVOD business in just a few years. On the company’s Q2 earnings call, CEO Lachlan Murdoch laid out a bold agenda for the streaming platform, saying that Fox would continue to invest heavily […]

District M and Sharethrough will merge to form a single exchange covering native, display, mobile, instream and video. Their combined scale serves a dual purpose. First, it puts them in a better position with buyers, who are working with fewer, but larger exchanges. Second, the two companies will double their revenue, putting them in a […]

“The only real stumbling block is fear of failure. In cooking you’ve got to have a what-the-hell attitude.” ~Julia Child Digital transformation isn’t “one size fits all.” It requires a custom mix of company culture, centralization and collaboration. Digital transformation is the process of using technology to create new business processes. One component includes programmatic […]

“Data-Driven Thinking” is written by members of the media community and contains fresh ideas on the digital revolution in media. Today’s column is written by Chris Kane, founder at Jounce Media. Depending on when you start the clock, we’re now two to three years into the first wave of supply path optimization (SPO). Here’s what we’ve learned […]

GroupM launched a tool in beta on Monday designed to help marketers determine the potential ethical risks associated with a data-driven campaign from a consumer perspective. Launched in partnership with Unilever, GroupM’s Data Ethics Compass claims it’s the industry’s first ever tool to incorporate ethical decision making into data-driven media tactics, and to help prioritize […]

In the days after the Jan. 6 mob attack on the US Capitol – fueled in large part by former President Trump’s false claims of election fraud – advertisers quickly paused their ad spending amid the heightened sensitivity. By most accounts, the ads were pulled back for 24 to 48 hours by brands and agencies, […]

Verizon revealed during its earnings call Tuesday morning Verizon Media Group had a solid Q4 – total revenues jumped 11.4% to $2.3 billion YOY – marking the first quarter of year-over-year growth since the wireless giant acquired Yahoo in 2017 for $4.48 billion. Growth in the quarter was fueled by strong advertising trends, with revenue […]

NBCUniversal and Twitter announced a new global partnership on Monday that will make it easier for marketers to reach global audiences by expanding worldwide social inventory and integrating premium content into trending conversations. The multi-year deal expands a national partnership that began in 2013 and will deliver NBCU’s premium digital content to Twitter, allowing marketers […]

Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. New Crew With Biden in the White House, the Federal Trade Commissions and the Federal Communications Commission are playing the usual game of musical chairs triggered by a new administration. The Republican heads of both agencies – Ajit Pai at the FCC and Joe […]

Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. Is It Safe To Come Out? With the Trump circus leaving town, what does this mean for brand safety? Seb Joseph of Digiday wrote  about how the political divide amongst American consumers has extended to the media channels people consume. “And it’s made the […]

Mattress startup Purple doesn’t run unskippable video ads. “If someone’s on YouTube and ready to watch a video of their choosing, but you’re forcing them watch 30 seconds of ads first – that’s a brand imposing their will on the viewer,” said Rob Towne, director of performance marketing at Purple Mattress. “As a brand, we choose […]

Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. Time To Reassess Marketers were hawkeyed in the lead-up to Inauguration Day on Wednesday, ready to pause, tweak or block ads from appearing against problematic content should things have gone sideways, Digiday reports. While some marketers said they planned to stick to blunt tactics, […]

In December 2020, Get Maine Lobster sold more lobsters in three weeks than it did in the entirety of 2019. And all this year, it’s often selling more lobster than Maine fisherman can catch. The decade-old lobster-by-mail business experienced hockey-stick growth because CEO Mark Murrell took a big risk last March. As millions of Americans […]

“Data-Driven Thinking” is written by members of the media community and contains fresh ideas on the digital revolution in media. Today’s column is written by Bryan Wiener, CEO at Profitero. Hardly a material line item a year ago, retail media is the new black – capturing the attention of brand marketers, and getting them to open […]

TV ad measurement provider iSpot.tv has acquired Ace Metrix, a company that screens and scores video advertising using a survey-based methodology. The deal will help iSpot track both business outcomes and the brand impact of ad creative and media in real-time, including persuasion, likeability, watchability, purchase intent, brand recall and emotional factors. Advertisers can use […]

“Data-Driven Thinking” is written by members of the media community and contains fresh ideas on the digital revolution in media.  Today’s column is written by Allison Schiff, senior editor at AdExchanger. It’s part of a series of perspectives from AdExchanger’s editorial team. While most people were glued to their TV screens watching the chaos unfold in […]

Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. A Streaming Wonder Like the summer, the holiday season has become a time for Hollywood blockbuster releases. Except this year, it’s due to the fact that … you know … films originally allotted for theatrical distribution are also being streamed. The two biggest examples […]

The brand client has become the agency CEO. In mid-December, former Electronic Arts marketer Belinda Smith was appointed as CEO of the Americas at media agency m/SIX, a joint venture backed by The&Partnership and GroupM, and also one of EA’s external agency partners. That’s how Smith met the crew at m/Six, where she’ll now oversee […]

“Data-Driven Thinking” is written by members of the media community and contains fresh ideas on the digital revolution in media. Today’s column is written by Orchid Richardson, VP of global partnerships and product marketing at the IAB. 2020’s messy complexity gave new meaning to words that previously felt benign – “corona” and “virus,” or “shutdown” – […]

The force is strong with Disney. The company is leveraging its movie franchises and original content pipeline to hyperdrive a major strategic shift into the DTC market, as it bets big on Disney Plus and its other streaming platforms, including Hulu and ESPN Plus, in the years ahead. Subscribers and content jump to hyperspace In […]

Ad verification company DoubleVerify has been busy. It followed up its $350 million investment deal last month with a new tool designed to help advertisers take a more nuanced approach to brand suitability. And last week, DoubleVerify – long associated with the buy side – launched the DV Publisher Suite, which aggregates data on one […]